NZ ad legends bring Thinkerbell to Aotearoa

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MELBOURNE, Tuesday: Independent AU agency Thinkerbell has expanded into New Zealand, establishing its new home in Greys Avenue in Auckland’s CBD.

Thinkerbell NZ is spearheaded by Luke Farmer, Amy Frengley, and Regan Grafton, who bring with them extensive industry experience and a reputation for putting creatively distinctive, hard-working work out into the world.

Having worked across some of New Zealand’s most effective campaigns – with Effie Awards to boot – Luke Farmer takes a seat as Thinkerbell Aotearoa’s Managing Director & Co-founder.

Farmer said: “Thinkerbell has already established itself as a leading independent agency both across the ditch and globally.

“The way they have effectively integrated creative, earned and media really tickles my fancy, and we are pumped for some of New Zealand’s best brands to join our fresh approach of marketing science smashed with hardcore creativity.”

Amy Frengley, who has spent the better part of 20 years leading strategic teams and projects across the UK, Middle East & New Zealand, joins the Thinkerbell Aotearoa fold as chief brand thinker.

Frengley said: “I’m excited to be a part of something that’s fundamentally different. We’re here to ultimately change and drive behaviour, and I love that Thinkerbell is already doing that with a genuine love for brand, creativity and powerful storytelling that sticks – and stays in all of the right places.”

“We love that these legends are advocates for our unique and disruptive Thinker/Tinker model, and that they’re genuinely excited to bring something a bit different to the landscape.”

Regan Grafton comes onboard as chief tinker. His past roles also include chief creative officer stints at Ogilvy NZ and indie shop Stanley St, also holding senior creative roles at FCB NZ, DDB NZ and Y&R NZ.

Grafton said: “At Thinkerbell we like to keep things simple. There seems to be a lot of quotes in here already, so I’ll save some space.”

Farmer spent a decade at Dentsu NZ,  and BC&F Dentsu, before taking on the group managing partner/general manager role in 2021. He has also held roles at Saatchi & Saatchi NZ, TBWA Whybin and Publicis Mojo, also running his own consulting company in 2022.

Melbourne-based group ceo Margie Reid and chief thinker Adam Ferrier (Sydney) say they are already working closely with their New Zealand team.

Reid said: “We’ve been on the lookout for the right local partners, and are stoked to have teamed up with Luke, Amy and Regan.

“We love that these legends are advocates for our somewhat unique and disruptive Thinker/Tinker model, and that they’re genuinely excited to bring something a bit different to the landscape.

New Zealand is a melting pot of creativity and innovation, and Thinkerbell is humbled to be spreading our wings into this incredible country and market alongside an existing suite of awesome creative shops.”

About Thinkerbell
Thinkerbell is an independent communications agency which is five years old and 150+ people strong. With offices in Sydney, Melbourne, and now Auckland, the agency’s promise to clients is ‘measured magic’.

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